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ELECTRICAL ADVERTISING DISPLAYS 



THE HON? COVER . . Ihit Chkooo-ol-night 
panorama vitLrolly dcmanifralet While Woy'l 
eontribulion lo fhr beautiful tkylme, Everywhvr* 
in Chicago, f*gaisM*t> of wh*f» you look fh* 
greoteit ngmb« ol quality Eleclfkol fKiptayi 
proudly car'y Iht hallmark of Wh.t. Woy, 



For forty years White Way Elec- 
trical Advertising Displays have 
served "out in front" of leading 
Chicago businesses to herald good 
will colorfully and dramatically. 
Today White Way is recognized 
as the leading manufacturer of 
Electrical Displays in the Chicago 
area, by virtue of the thousands of 
units it has provided. 

On the following pages are illus- 
trated typical White Way Elec- 
trical Displays — those serving a 
variety of Chicagolond business 
establishments. No sign is too large 
or too small ... or too complex 
. . . for the painstaking attention 
of our skilled specialists. For com- 
plete service and best quality of 
craftsmanship, the largest and 
most modern plant in the Middle 
West under one roof is available 
for you. 

White Way is dedicated to the 
single purpose of designing, man- 
ufacturing and maintaining Ad- 
vertising Displays that will attract 
and create business for you. It is 
with pride we present the White 
Way story to you. 



INTRODUCING WHITE WAY " PLEXILITE " 

NEW TYPE LIGHTING FOR OUTDOOR SIGNS 

Greater brilliance and more imaginative designs in Electrical Displays 
are offered exclusively to White Way customers as a result of the new 
Plexilite tubing. 

Plexilite can be bent to any shape; it is not limited by any dimension 
standards as to length; and it provides a uniformity of lighting with 
no shadows regardless of the complexity of the design. The result is a 
three times brighter Electrical Display that dominates the scene, 

PLEXILITE IS THREE TIMES BRIGHTER 

PLEX1UTE COSTS LESS TO OPERATE 

PLEXILITE WILL KEEP ITS TREMENDOUS BRILLIANCE IN 
LOW WINTER TEMPERATURES. 



Electric Sign & Maintenance Company / 



ompar 
1317 Clybourn Avenue 
Chicago, Illinois 60610 
Telephone Number: 642-6580 



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TELEViSJOU 

Aift C0*DfT10*£D 

SWITCHBOARD 




MOTELS, HOTELS AND RESTAURANTS 

To attract guests, and to impress 
upon tkem their individual facilities, 
leading motels, hotels and restau- 
rants throughout Greater Chicago- 
land have entrusted White Way to 
create individual and impressive 
electrical displays. These displays 
have been designed to complement 
the architectural styling of each es- 
tablishment without sacrifice of ad- 
vertising impact. 



L 







nip CONDITIONED 

MOTEL. 



// 
RESTAURANT 




O T E L S 

Where the message must be con- 
veyed quickly under today's arterial 
highway traffic speeds, a custom- 
designed White Way Electrical Dis- 
play gets the MOTEL STORY across 
in an instant with its combined im- 
pact of light, cofor and brevity to 
convey a greeting of "Welcome," 



A distinctive use of 
new, colored plastics 
harmonizing with 
enduring steel. 


















The electrical display designs developed by Whife Way for these motels were, in 
each Instance, the basis for trademarks later adopted for general advertising use. 




The Bismarck Hotel sign is individual 
and outstanding — a unique land- 
mark day and night. 




The Sherman Hotel's marquee, the 
world's largest, is now surmounted 
by a new double-faced vertical sign 
and attraction board. 




restaurant 



OTELS 




Note changeable message feature allowing for copy changes to tell a daily story. 




RESTAURANTS 

Restaurant signs are as many 
and as varied as the range 
of eating establishments and 
the menus they offer. Good 
advertising conveys the im- 
pression of good food . . . 
an attractive, appealing sign 

— QUALITY ADVERTISING 

— stimulates appetites — 
and business. 




► 




The unique Lantern Display harmonizes architecturally with the building 
giving prestige advertising to a fine, famed name. 



An Electrical Display by White Way 
represents the best form 
of permanent advertising 
. . . yet it takes the smallest 
percentage of the total 
advertising budget. 










I 



ENTERTAINMENT 

Today's interest in recreation and leisure- 
time enjoyment finds White Way, a 
pioneer in the design of the elaborate 
marquees for theater palaces, now cre- 
ating signs that beckon customers to 
bowling lanes, kiddie lands, television 
and radio centers, and outdoor entertain- 
ment areas. 



OUTSTANDING EXAMPLES OF CREATIVE DESIGN 
Day ond night display economically priced to 
fit your monthly advertising budget. 




This is a Plexilite lighting installation. The photograph 
was taken when the temperature was 3 below zero. Notice 
brilliance retained at this low temperature. Normal -type 
lighting would be 70% less brilliant at this temperature. 



IHTERf AINMINT 

A White Way Electrical Display is more than a sign. It enhances the build 
ing. It lends prestige. It contributes beauty. It identifies. It ADVERTISES, 




W 

B 



CHANNEL 



C 



STATE 



7 



LAKE 

BUILDING 




A distinctive canopy that completely changes the appearance of this 
building — fabricated of stainless steel for beauty as well as durability. 



AUTO DEALERS 




This tailored display is illuminated 
at night with Plexilite lighting. 



r 



his 

ity. 




A direct answer to a difficult display 
problem. 



A wedding of Trade Name and 
Trade Mark. The identity of the local 
dealer is highlighted whenever It is 
coupled with the name of the auto- 
mobile manufacturer. This is es- 
pecially important for the automo- 
bile dealer competing for consumer 
traffic. 




MAINTENANCE AROUND-THE-CLOCK 



TIME-SAVING INSTALLATION 





24 houi a day sitvicc rot CUSTOMER SATISFACTION 

While Way na.niinanc* tarvite add* y*ort »o T*« lift of yo*r itgn dlipla* Keept 
your tign in working order, clean, altrati.** and now. 

Th» lofoil *qvipm*nt in Ih* field ii owned ond op*for«d by Whir* Woy end ii 
on immed+ol* coll 24 houri a dcy — 7 dayi a w*tl, 

WHITE WAT IS THE ONIY ORGANIZATION IN THE GlEATEi CHlCACOlAND AREA 

THAT GIVES THIS "AROUND-TNt-CLOCK MAINTENANCE SERVICE." 
In our vail fleet of mobile until, moil wftviuaJ o'* our SNORKELS equipped with 
High -pttiivrt ttoam genofotori for ctficieni sficm.no. wtlh cnamitally »r*ol*d Ij»* 



0*", Wbil* Wot, wilt* fho fl»i,hk giant SNORKELS, ii able to reach all poih ol 

a *ign, eliminating In* need of vniigMly catwalk* and ladder \ (hot war* to*m*.rly 

neceuary tor hand cleaning and maintenance repair i- 

Onf> While Woy offert Ih* complete tirficti ol tlruclura) jfeel fabrication and 

irructural il**l inttollaliOri under th* direti uptr-mon of Our own llcemed ilTuc 

tufa I engineort. 

Ou/ own initiation unilt (oi thown above} iniwn prompt hanging of your 

deploy upon <ampl*Kon of ill fabrication. 

That* Iwo unique Whit* Way i»rvit#* completely eliminate aggravating and coilly 

d*layi in her en i in Ih* wit of tubcontroclori to complete Ih* Anal inttoltofion of 

your ditploy. 



10 





BANKS- 
SAVINGS 
& LOANS 

Financial institutions have 
learned that White Way's 
creativity can be depended 
upon to develop custom- 
designed displays that will 
be accepted as landmarks 
as well as reflect prestige, 
dignity and integrity. 




An interesting use of 
Piexilite lighting. 
Notice the round pictorial 
of Franklin Savings' 
logotype incorporated into 
a revolving unit. 
Impossible to illuminate 
evenly with conventional- 
type tubing, Plexilite's 
extreme flexibility 
enables it to illuminate 
evenly all shapes. 




In complete harmony ... a distinctive 
building with a modern bronze display. 



12 



BANKS-SAVINGS & LOANS 



This sign illustrates an unusual and important advantage of 
Plexilite lighting. The Northern Trust display, because it is 
installed in an area that is always dark, is kept burning 24 
hours a day. Yet, as you can see, the brilliance of Plexilite 
overcomes the residual sunlight in surrounding areas. 





The White Way creative department designed 
this sign to blend with the architectural beauty 
of this prestige building. It is another example 
of Plexilite lighting. 



13 




B ANKI-I AVINGS * LOANS 




Service to the community becomes meaningful when time 
and temperature information is incorporated within an 
electrical display. Day and night goodwill at a cost of 
pennies a day. 



. 






TRAVEL 

SIGNS THAT SELL . . . Elec- 
trical Displays that TELL . . , 
to catch the eye of the man 
on the "go." 





SHOPPING [ENTER 



GC MURPHY 



HEADQUARTERS FOR 

COLD WEATHER ITEMS 

ALL YOUR NEEDS 
AT LOW, LOW PRICES 

OPEN DAILY TILL 9 PM • SAT. TO 6 P 



EVflTfiffEEN 
SHOPPING 





The suburban marketing 
concept represents the new- 
est thinking in effective mer- 
chandising. White Way Elec- 
trical Displays point the way 
as they sell. 



16 



Ask for information about the White Way self- 
liquidating cost plan for Shopping Center Displays. 






ELK 
GROVE 





SURE 
SAVE 







I 



SURE 
SAVE 



Cf 1TE1 CUT MM CHOPS 
QOLOEI IA11RAS Z 



KT I I 




RETAIL 



18 






RETAIL 

PICTORIAL PROOF that lead- 
ing retailers from State Street 
to the suburbs use WHITE 
WAY ELECTRICAL ADVER- 
TISING DISPLAYS individual- 
ized for their needs . . . rep- 
resenting the smallest cost 
segment of the advertising 
budget. 




19 



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INSTITUTIONAL 
ELECTRICAL DISPLAYS 
CREATED BY 
WHITE WAY 
THAT SERVE AS SIGNS 
OF GOOD WILL 



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21 






CANOPIES & 

MARQUEES 

Individually designed at 
no cost to you! 

Add a distinctive appear- 
ance to your property. 
Beautify and illuminate 
your building exterior. 
Provide protective, year- 
round shelter. 
Add to your property value. 
An economical answer to 
modernizing the entrance 
of on older building. 

* Enhance the appearance 
of a newer building. 

We guarantee to install your 
canopy complete in every 
detail — and to save you 
money. 



22 






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CONSUMERS MAR 
* w AMERICA * 



r«0w open ' worlds largest 
hip dipt store 
joir row 



SIGNS THAT IDENTIFY 
CAU US AND LET US PROVE THAT WE CAN PLAN A WHITE 
WAY ELECTRICAL DISPLAY — LARGE OR SMALL — TO 
FIT YOUR BUDGETI 



24 





HI 



JTE" MAKES NEWS 



The announcement of Plexilite has 
been heralded by the press of 
Chicagoland because of the new 
dimension it provides to Electrical 
Display Signs. Reproduced here are 
same of the articles which have 
appeared in local newspapers and 
magazines to praise this new dis- 
play technique. 



T>*tff 



CHICAGO 



CONSTRUCTION NEWS 

WITH BUILDING. HJIIJC WOIKI AMD f NOfNIfllNO »IOJf CT HFPOtrj 
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*I*L • IT ATI -Or ■■"■ll* 

White Way 
develops new 
type lighting 




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Entry to MeCormiek Place 
Getting Sew Look for Fair 



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" PLEXILITE " HAS ACCEPTANCE 

The most gratifying testimony to the ef- 
fectiveness of Plexilite is the acceptance 
by more than 40 important Chicagoland 
business establishments. The list contains 
every type of business and every display 
situation. Check this list and see these 
Plexilite displays yourself. 

These are Plexilite sign users; 

Air* Gown Theater — McCcxtakk Flat* 

hiw l*kfc Ho.-n. III. no. 1 

iorflWorner — I 575 Oakton Street. Dei Main*! 

■org. Warner ■ — 79lh & Kediie Avenue 

Irawn tear leitovrant — 6301 N. Clark Street 

Corpeli A Furniture 2133 N Central Avenge 

Chgo. Metropolitan Auvronce Co — 65*1 S. Haloed Sf. 
Cs**nnlt)> Ducount — 4 7rh 1 Haltted Streeli 
Continental Motel — North Michigan Avenue 
Cook County Mobil* Hamei — 2540 N. Weukegan load 

— NoMhbrook 
Droke Hotel — Oak and Michigan Avenue 
Edeni Th voter — 37] Skokie M»,„ Northbtook 
Fanning Chevrolet — Aurofa. Illinaii 
Fiitl Dnir.biiPo.i — 4101 N. Pulaikl 
Fir 1 1 Fodef oi of Motion Grcvo — 60o 1 W. Dempiter, 

Motton Cro>i 
Firtl National lonk ol DoIMn — 14,117 Chicago »ood. 

DolWn 
Flying Coipel Mold — 6400 N. MonnheiM Id., 0«« Ctoinci 

Franklin Saving I 101 W Mod nan Street 

Grot kfteldt — 6666 N, iidge Avenu* 

Holidoy lincoln.Mtrr.vry — 5J5 Chicago Aitnw, t»ontton 

Momrf l.o. — 9.130 N 5kok,» M», Skokie 

Hyatl Houl* — - lincoln ond Towhy 

Imperial Weit »o-l — 4700 W. 103rd SfrMl 

Keyitene Cheaiolel — 3113 W levrent* Avenue 

tambeeiht Cneeie — North Writ Eipreiiwoy 

U-inion Jewelen — 7J9 N. Clark Street 

Northern trutt SO S. loSalle Street 

Olympic Oldi — 3170 N Ckera Aitnvc 

Feoplet Oat — londolph Street ond North Outer Drive 

(Outer Drive Eait Apti.) 
Fi iley — 6 S. Clork Street 
Flolo'i flace — 1* W. londolph Street 
f yreneei leitomonl — Skokie H«y. 
led toaiter — 3113 3. State Street 
Shaver Chevrolet — Cory. Indiana 
Sheraton O 'Hare Motel — ellQ N. Mannheim load, 

Dei F-tnmei 
Stinewoy Drugi — Clark ond Wilton 
Taffy Bridal Shop — Harlem Ave., Norrige. Illtneii 
Voinatt tetlauranl — 1100 N. Waukegon Id., 

Morten Grove 
Walton lugi — 9400 N. Milwaukee Avenue, Nil.i 
Wimpy Grilli — Claii and Mad'ton Street! 
lepelak Chevrolet — looievell Id . Elmhurtl 









h- E G £f"?S?fi 




Call or wrin — Mr lain »t>w> 
wfll P 'Bj l l» ma* wM yw o> yaw 



ELECTRIC SIGNS • CANOPIES • LETTERS -SOLD ■ LEASED • MAINTAINED 

\ 
Research and Development Division 

Licensed Structural Engineering Division 

Structural Steel Fabrication and Erection Division 

Metal and Plastic Fabrication Division 

Neon Manufacturing Division 



Painting Division 

Design Division 

Electrical Construction Division 

Sign Hanging Division 



Um/Xe, ukuu 

f lectrii Sign * Maintenance) Co. / 
1317 CI y bourn Avenue 
Chicago, Illinois 40410 

642-6580 







MAINTENANCE DIVISION — 24 Hours a Day, 7 Days a Week 
SCHEDULED SERVICE — SIGNS CHEMICALLY STEAM CLEANED